Multichannel Solutions for Social Media Monitoring

The Next Generation of Market Research Is Here

5 friends with smartphones, close up.
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Traditional marketing strategies have been labeled as interruptions and consumers are quite vocal about not liking conventional advertising. However, consumers do appreciate advertising that is stupendously, remarkably clever. And sometimes, consumers even reward companies that produce outstanding ads by becoming paying customers. But this is not always true.

Consider that most people find something to like about the rolling advertising during a Super Bowl game.

The viewing public expects big money to be spent on making those commercial ads spectacularly entertaining. After all, the reason people show up at big sports events is to be entertained.

And the reason people show up on social media networking platforms is because they feel like being social. Or they want to be entertained. More rarely, they plan to buy something.

Businesses and non-profits need to be ready when consumers are online and actively searching for what enterprises are offering. One way that consumers signal their interest in making a purchase is through inbound marketing.

Inbound Marketing Is a Preferred Way to Connect with Consumers

What makes inbound marketing work? Engaging content and an active community?

Inbound marketing is a catch-all term that applies to consumer activities like the following:

  • Online keyword search
  • Subscribing to RSS feeds
  • Receiving email newsletters
  • Listening to podcasts and webinars
  • Visiting a social network page
  • Commenting on a blog
  • Following or becoming a fan

Consumers expect companies to have a social media web presence. Just imagine potential consumers going online and searching for your website – except that you don’t have one. Perhaps social media doesn’t feel comfortable. Maybe you are just a maverick – and proud of it.

Businesses that don’t figure out how to integrate inbound marketing into their marketing plan can give up the idea of growing faster - and smarter - than the competition.

So get smart, or give in. Whichever way you see it, you need to create and maintain websites with powerful and convenient social capacity. You need to push great content out in the form of blogs, videos, articles, white papers, case studies, eBooks, and podcasts. And then you need to join the conversation – regularly.

Why You Need a Multichannel Solution for Social Media Monitoring

The challenge to market researchers today is twofold: (1) Combing through the tonnage of conversations, comments, twitters, likes, and posts. (2) Keeping up with the continually increasing volume and social media traffic. Great potential exists for quickly identifying complaints, suggestions, and heading off or dealing with potentially legal situations, such as reports from consumers of defective products. And if a company starts down the social media monitoring road, they are faced with the challenges of ensuring that personnel ​are up to date on the latest social media policies and procedures. These issues are made even more complex by the fact that customers are likely to shift from channel to channel as they seek solutions to a single issue.

The new customer service must move beyond the call center and be ready to follow the customer wherever they are when they communicate about the brand and reach out to an enterprise.

What Does a Multichannel Social Media Monitoring Solution Provide?

In order to listen more effectively and deeply to social media traffic of consumers, businesses and non-profits need an easy to use interface. A sophisticated multichannel monitoring solution will often use a stacked band interface that has been designed to provide a organized matrix of social media bits.

These bits of social media can be formatted in appearance to look like an email or Twitter interface. This means that ​ market researchers can conduct complex work in a familiar environment. Picture your Twitter homepage with the tweets organized in a matrix format rather than running vertically, with tweets stacking up as they are received.

  • All forms of social media and inbound marketing are fed into the multichannel display. This includes email, chat and MSS text messages, QR code use, and in some instances, phone call transcripts.
  • Provide consumers with the choice to move their offline conversations into email or SMS text message formats.
  • Route and prioritize inbound marketing by integrating with Facebook and Twitter.
  • Apply filters by channel or inbound route into a blended queue that tracks by topic, product, or customer record.

Curious about commercial social media monitoring offerings? PR 20/20 is a public relations firm that put together a social media monitoring comparison.